| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 郭欣惠 | zh_TW |
| dc.contributor.author (Authors) | Kuo, Sin-Hui | en_US |
| dc.creator (作者) | 郭欣惠 | zh_TW |
| dc.creator (作者) | Kuo, Sin-Hui | en_US |
| dc.date (日期) | 2000 | en_US |
| dc.date.accessioned | 18-Sep-2009 18:53:41 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 18:53:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 18:53:41 (UTC+8) | - |
| dc.identifier (Other Identifiers) | A2002001525 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36575 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 88351036 | zh_TW |
| dc.description (描述) | 89 | zh_TW |
| dc.description.abstract (摘要) | 行銷學研究的重點，從過去著重在單次交換行為形成的原因，到現在已逐漸延伸為探討如何與消費者建立長期關係，也就是說把早期研究重點從發現消費者的需求、確立產品定位、改善產品品質等方式來滿足消費者，逐漸轉為探討如何建立與消費者的長期關係、取得消費者的信任等相關課題。 本研究研究目的在於以交易成本理論為基礎，探討可能影響消費者滿意度與忠誠度的原因；研究第二目的，由資產專屬建立強弱與否，來比較消費者態度、忠誠度是否因為產品種類而有不同。同時探討投機主義知覺程度、公司信任度、預期更好商品這些因素對滿意度與忠誠度的影響。 實證結果發現： (一)顧客滿意度方面：無論入口網站或ISP消費者，對於入口網站或ISP產品表現的滿意度皆會產生對公司的整體滿意度；同時服務的滿意度會影響消費者對入口網站及ISP業者的信任程度；同時對公司的信任度會影響對消費者對入口網站或ISP業者整體滿意度，而且上述關係皆為顯著正相關。 (二)顧客忠誠度方面：無論入口網站或ISP消費者，對入口網站或ISP業者整體滿意度及對公司的信任度皆會造成顧客的忠誠度，而且為顯著正相關。 (三)交易成本方面：無論入口網站或ISP消費者，若資產專屬性越高，則轉換成本愈高，且為顯著正相關。在投機知覺方面，兩群消費者皆表現出若投機知覺度愈高，顧客對公司信任度越不足，且為顯著負相關。 同時根據實證結果，提供業者在交易成本理論下，如何創造顧客滿意度與顧客忠誠度的實務建議。 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#A2002001525 | en_US |
| dc.subject (關鍵詞) | 入口網站 | zh_TW |
| dc.subject (關鍵詞) | 交易成本理論 | zh_TW |
| dc.subject (關鍵詞) | 資產專屬性 | zh_TW |
| dc.subject (關鍵詞) | 投機主義 | zh_TW |
| dc.subject (關鍵詞) | 比較訊息複雜度 | zh_TW |
| dc.subject (關鍵詞) | 轉換成本 | zh_TW |
| dc.subject (關鍵詞) | 滿意度 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠 | zh_TW |
| dc.subject (關鍵詞) | ISP | en_US |
| dc.subject (關鍵詞) | Internet Services Provider | en_US |
| dc.title (題名) | 以交易成本理論探討顧客滿意度與忠誠度之關係－舉入口網站及ISP市場為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 毛曉夫(1997)，來源國形象對顧客滿意度之影響-以ELM模式為理論基礎，政治大學國際貿易研究所未出版碩士論文，民國八十六年六月 | zh_TW |
| dc.relation.reference (參考文獻) | 吳明隆(2000)，SPSS統計應用實務，初版，台北，松崗，民國八十九年 | zh_TW |
| dc.relation.reference (參考文獻) | 吳思華(1998)，策略九說-策略思考的本質，二版，台北市，臉譜文化出版；城邦文化發行，民國八十七年 | zh_TW |
| dc.relation.reference (參考文獻) | 陳仲熙(1998)，產品知識及來源國形象對顧客滿意度之影響，政治大學國際貿易研究所未出版碩士論文，民國八十七年六月 | zh_TW |
| dc.relation.reference (參考文獻) | 黃佩婷(2000)，顧客滿意度與忠誠度之關係-交易成本理論觀點，政治大學國際貿易研究所未出版碩士論文，民國八十九年六月 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | Anderson,Erin (1988), “Transaction Costs as Determinants of Opportunism in Sales Forces ,” Journal of Economic Behavior and Organization 9 (April) : 247-264. | zh_TW |
| dc.relation.reference (參考文獻) | Anderson,Eugene W. and Mary W. Sulluvan(1993),“The Antecedents and Consequences of Customer Satisfaction for Firms.” Marketing Science 12 (spring): 125-143. | zh_TW |
| dc.relation.reference (參考文獻) | Anderson,Eugene W.,Fornell, Claes,Lehmann and Donald R.(1994),” Customer satisfaction, market share, and profitability: Findings from Sweden,” Journal of Marketin 58: 53-66. | zh_TW |
| dc.relation.reference (參考文獻) | Assael,Henry(1987), Consumer Behavior and Marketing Action,3rd ed,Boston:Kent. | zh_TW |
| dc.relation.reference (參考文獻) | Bagozzi, Richard P.(1992), “The Shelf-Regulation of Attitudes,Intentions,amd Consequences of Customer Satisfaction for Firms,” Social Psychology Quarterly 55 : 178-204. | zh_TW |
| dc.relation.reference (參考文獻) | Barey,J.B.and W.G.Ouchi(1986),Organizational Economics,Jossey-Bass,San Francisco,CA. | zh_TW |
| dc.relation.reference (參考文獻) | Bitner M. J.. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses,” Journal of Marketing 54 : 69-82. | zh_TW |
| dc.relation.reference (參考文獻) | Cardozo, Richard M.(1965)., “An Experimental Study of Consumer Effort, Expectation and Satisfaction,” Journal of Marketing Research 2(August): 244-249. | zh_TW |
| dc.relation.reference (參考文獻) | Chiou, Jyh-shen (2001), “Antecedent of Customers Loyality Responses in the Financial Services Industry：Do Highly Knowledgeable Customers Differ from Other Customers？” Working paper, International Trade Department ,National Chengchi University, Taipei,Taiwain. | zh_TW |
| dc.relation.reference (參考文獻) | Chiou, Jyh-shen and Cornelia Droge (1995), “Satisfaction Formation: A Contingency Framework,” Proceedings of the 1995 AMA Summer Educators’Conference: 50-57. | zh_TW |
| dc.relation.reference (參考文獻) | Churchill, Gilbert A., Jr. and Carol Surprenant (1982), “An Investigation into the Determinants of Consumer Satisfaction,” Journal of Marketing Research 19(November): 491-504. | zh_TW |
| dc.relation.reference (參考文獻) | Coase,R.,ΙΙ(1973), “The Nature of the Firm”, Economics 4 :.385-405. | zh_TW |
| dc.relation.reference (參考文獻) | Cronin,J. J., Jr, and Taylor, S. A.(1992), “Measuring Service Quality: A reexamination and Extension,” Journal of Marketing 56 : 55-68. | zh_TW |
| dc.relation.reference (參考文獻) | Crosby, Lawrence A.and James R.Taylor (1983), “Psychological Commitment and Its Effects on Post-Decision Evaluation and Preference Stability Among Voters,” Journal of Consumer Research 9 (March):413-431. | zh_TW |
| dc.relation.reference (參考文獻) | Forrnell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing 56 (January): 403-412. | zh_TW |
| dc.relation.reference (參考文獻) | Fornell ,Claes,Michael D.Johnson,Eugene W.Anderson,Jaesung Cha,and Barbara Everitt Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Finding,” Journal of Marketing 60(October):1-13. | zh_TW |
| dc.relation.reference (參考文獻) | Gabarro,John,J.(1978), “The Development of Trust ,Influence and Expectations in Interpersonal Behavior,” A.Athos and J. Gabarro,eds., Prentice Hall, Englewood Cliffs, NJ, 290-303. | zh_TW |
| dc.relation.reference (參考文獻) | Gay,L.R.(1992), “Educational Research Competencies for Analysis and Application.” New York：Macmillan. | zh_TW |
| dc.relation.reference (參考文獻) | Gotlieb,Jerry B.,Dhruv Grewal and Stephen W.Brown(1994),”The Swedish Experience,” Journal of Marketing 56(January):403-412. | zh_TW |
| dc.relation.reference (參考文獻) | Gwinner, Kevin P; Gremler, Dwayne D. and Bitner, Mary Jo (1998),” Relational benefits in services industries: The customer`s perspective,” Journal of the Academy of Marketing Science 26: 101-114. | zh_TW |
| dc.relation.reference (參考文獻) | Hair, Anderson, Tatham and Black(1998). | zh_TW |
| dc.relation.reference (參考文獻) | Heide,Jan B.and George John(1992), “ Do Norms Matter in Marketing Relationships?” Journal of Marketing 56 (April ) : 32-44. | zh_TW |
| dc.relation.reference (參考文獻) | Heskett, James L.,Jones, Thomas O; Loveman, Gary W; Sasser, W Earl Jr and Schlesinger, Leonard A(1994),” Putting the service-profit chain to work,” Harvard Business Review 72 : 164-174. | zh_TW |
| dc.relation.reference (參考文獻) | Howard,John A.and Jagdish N. Sheth (1969), The Theory of Buyer Behavior, New York: Wiley. | zh_TW |
| dc.relation.reference (參考文獻) | John,Geroge (1984), “An Empirical investigation of some antecedents of opportunism in a marketing channel, ” Journal of Marketing Research 21: 278-289. | zh_TW |
| dc.relation.reference (參考文獻) | Kelley, Scott W. and Davis, Mark A. (1994), “Antecedents to customer expectations for service recovery,” Journal of the Academy of Marketing Science 22(Winter) : 52-61. | zh_TW |
| dc.relation.reference (參考文獻) | Lazarus, Ian R.(1991),” Teleservices Center Puts a New Twist on an Old Conceptt,” Health Care Strategic Management Jul : 16-17. | zh_TW |
| dc.relation.reference (參考文獻) | Morgan, Robert M; and Hunt, Shelby D.(1994),” The commitment-trust theory of relationship marketing,” Journal of Marketing 58(June ):, 20-38. | zh_TW |
| dc.relation.reference (參考文獻) | Oliver,Richard L(1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research 17(November): 460-469. | zh_TW |
| dc.relation.reference (參考文獻) | Oliver,Richard L (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing 57(Fall):25-48. | zh_TW |
| dc.relation.reference (參考文獻) | Pritchard, Mark P.,Mark E.Havitz,Dennis R.Howard(1999),“Analyzing the Commitment-Loyality Link in Service Contexts,” Journal of the Academy of Marketing Science 27(3):333-348. | zh_TW |
| dc.relation.reference (參考文獻) | Rust, Roland T. and Oliver, Richard W.(1994), “The death of advertising,” Journal of Advertising 23 : 71-77. | zh_TW |
| dc.relation.reference (參考文獻) | Simon,H.A.(1975), Model of Man,Social and Rational:Mathematical Essays on Rational Human Behavior in a Social Setting,Garland Pub, New York:199. | zh_TW |
| dc.relation.reference (參考文獻) | Singh, Jagdip and Sirdeshmukh, Deepak(2000),” Agency and trust mechanisms in consumer satisfaction and loyalty judgements,” Academy of Marketing Science. Journal 28 : 150. | zh_TW |
| dc.relation.reference (參考文獻) | Smith,J.Brocks(1997), “Selling Alliances Issues and Insights” Industrial Marketing Management 26:149-161. | zh_TW |
| dc.relation.reference (參考文獻) | Spekman, Robert E.(1988),”Perceptions of Strategic Vulnerability Among Industrial Buyers and Its Effect on Information Search and Supplier Evaluation,” Journal of Business Research Dec : 313-326. | zh_TW |
| dc.relation.reference (參考文獻) | Swan, John E; Trawick, I. Fred, Jr; Rink, David R and Roberts, Jenny J(1988), “Measuring Dimensions of Purchaser Trust of Industrial Salespeople,” Journal of Personal Selling & Sales Management May : 1-9. | zh_TW |
| dc.relation.reference (參考文獻) | Westbrook, Robert A.(1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Journal of Marketing 44 (Fall): 68-72. | zh_TW |
| dc.relation.reference (參考文獻) | Westbrook, Robert A.(1980), “Consumer Satisfaction as a function of Personal Competence/Efficacy,” Journal of the Academy of Marketing Science 8 (Fall): 427-437. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson,Oliver E.(1985), “The Economic Institutions of Capitalism：Firms,Markets,Relational Contracting,” New York：The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson,Oliver E.(1991a), “Strategizing,Ecomomizing,and Economic Organization,” Strategic Management Journal 12:75-94. | zh_TW |
| dc.relation.reference (參考文獻) | Williamson,Oliver E.(1991b), “Comparative Economic Organization: The Analysis of Discrete Structural Alternatives,” Administrative Sccience Quarterly 36:269-296. | zh_TW |
| dc.relation.reference (參考文獻) | Woodruff,Robert.,Ernest R.Cadotte,and Roger L.Jenkins(1983), “Modeling Consumer Satisfation Processes Using Experience-Based Norms,”Jouranl of Marketing Research 20(August): 296-304. | zh_TW |
| dc.relation.reference (參考文獻) | Woodruff, Robert B; Schumann, David W and Gardial, Sarah Fisher(1993), “Understanding value and satisfaction from the customer`s point of view,” Survey of Business 29 (Summer/Fall): 33-40. | zh_TW |
| dc.relation.reference (參考文獻) | Woodruff, Robert., Ernest R. Cadotte, and Roger L. Jenkins(1993) “Modeling Consumer Satisfaction Processes Using Experience-Based Norms,” Journal of Marketing Research 20(August): 296-304. | zh_TW |
| dc.relation.reference (參考文獻) | Woodside, Arch G; Frey, Lisa L and Daly, Robert Timothy(1989), “Linking Service Quality, Customer Satisfaction, and Behavioral Intention,” Journal of Health Care Marketing Dec : 5-17. | zh_TW |
| dc.relation.reference (參考文獻) | Zeithaml, V.A., L. Berry, and A. Parasuraman (1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science 21: 1-12. | zh_TW |
